Brand Positioning

Positioning and repositioning a brand

Brand Positioning

Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report tells the story of how T-Mobile, the telecoms brand, transformed its position in the US by becoming the "Uncarrier", and taking on the established category norms disliked by consumers.

MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how the Chrysler-owned Jeep took advantage of new native mobile ad opportunities to raise US awareness of its all-new Cherokee, while reinforcing its brand positioning.

Cristina Buenaventura, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Pantene, the haircare brand, created an online film highlighting gender discrimination in the workplace to boost its brand positioning in the Philippines.

David Atkinson, Market Leader, Quarter 4, 2014

This article explains how Desperados, a small drinks brand which mixes beer and tequila, used a carefully targeted campaign to launch in London, UK, and create a 'cool' image.

Andrew Curry, Market Leader, Quarter 4, 2014

This article explores some of the reasons Tesco, the UK supermarket chain, has been struggling following changes in the food market since recession.

Neale Cotton and Julian Dunne, ESOMAR, Congress, Nice, September 2014

This paper explains how organisations with seemingly disimilar target audiences and product offerings can construct a unified master brand positioning.

Vanessa Oshima and Tobias Wacker, ESOMAR, Congress, Nice, September 2014

This paper sets out how Coca-Cola, the soft drinks company, used a social media tool to understand coffee culture in Japan.

Stephen Whiteside, Event Reports, Argyle CMO Leadership Forum, June 2014

This event report discusses why Principal Financial Group has made simplifying the financial-services category a core component of its strategy.

The Communications Council, Gold, Australian Effie Awards, 2014

This case study describes a campaign to reposition beverage brand Coke Zero in Australia by appealing to the desire of young adults to get more out of life.



How to position effectively

Tips, reminders and recommended reading


Create brand appeal

Implicit marketing and repositioning brands


Brand positioning statements

A practical how-to guide for marketers


NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium